GLOBAL MARKETING AT THE CROSSROADS
When Transformation Becomes the Default
If transformation is now the default, the question is simple: now what? It’s easy to assume that marketing’s current challenges stem from complexity. More channels.More data.More expectations. But that may not be the real shift. The deeper change is structural. The conditions marketing operates within keep shifting. From Phase to Condition For years, transformation was […]
When AI Becomes a Cost, Not a Capability
Most organizations don’t struggle with a lack of ideas.They struggle with the discipline to turn those ideas into decisions. AI has amplified that gap. What begins as exploration too often becomes a permanent state—an ongoing series of pilots, tests, and initiatives that never quite reach production. Investment continues. Progress is reported. But meaningful outcomes remain […]
THE CMO ROLE IS BEING REWRITTEN
It’s easy to look at the latest data and conclude that marketing has a performance problem. But that may not be the real issue. It may be a definition problem. Recent research from Boathouse suggests a growing disconnect inside organizations. CMOs are seen as more aligned with the business than ever before—more committed, more integrated, […]
When Great Ideas Don’t Survive Scale
The most dangerous moment for a great marketing idea is not when it is created. It is when it is scaled. A global idea is approved. The strategy is clear. The creative platform is strong. The brand team is aligned. Then the idea enters execution. It is adapted, resized, translated, rebuilt, localized, versioned, reviewed, approved, […]
Retail Media, Connected Commerce & the New CPG Playbook
A conversation with Mary Katherine “MK” Woltz of Danone on how media is being redefined—from a channel to a growth system. Media Isn’t Supporting Commerce Anymore It’s becoming inseparable from it. For years, retail media was treated as an extension of shopper marketing—a powerful but contained layer focused on conversion. That distinction is disappearing. As […]
Same Industry. Different Experience.
Why Client–Agency Relationships Feel Aligned—Until They Don’t. A new study reveals that the challenge isn’t disagreement—it’s a gap between what’s intended, what’s said, and what’s actually experienced. For years, the industry has told itself the same story. And yet, little seems to change. The question is no longer what people say about these relationships. It’s […]
Fashion Didn’t Change Its Mind About Age. The Market Did.
Image: Miranda Priestly at her desk (Credit: 20th Century Fox) As older women gain visibility on runways and in culture, the shift signals something deeper than inclusion—it reflects a reset in how value, authenticity, and relevance are defined. Fashion didn’t suddenly “discover” older women.It finally ran out of reasons to ignore them. A recent wave […]
From Growth Engine to Navigation System: Marketing’s Expanding Role
Uncertainty is not new to marketing. But the structure of uncertainty is changing—and with it, the role marketing is expected to play. New research from the World Federation of Advertisers (WFA), developed in partnership with transformation consultancy The Intangibles, suggests that today’s environment is not simply more volatile. It is more complex, more interconnected, and […]
How Wide Is Your Swim Lane?
Nike, “Iron Nun,” and the growing tension between performance, participation, and belonging. Sometimes it’s the smallest things that don’t last very long that stay with you. A line of copy. A window message. Something that appears, sparks reaction, and disappears within a day. During marathon week in Boston—as the 130th Boston Marathon unfolded on Patriots’ […]
When Brands Know When to Step In—and When to Step Back
There are moments when brands are expected to act. And others when they simply have the opportunity. The difference isn’t always obvious. But how brands respond—especially in small, unscripted situations—can reveal far more than any campaign. Recently, a quiet story out of Japan captured global attention. A young macaque monkey named Punch, rejected by his […]